Swish Fusion Tech Meet: Bridging the Gap for Global Collaboration in Africa’s Media and Tech Sectors

On November 27th, 2024, The Zone in Gbagada Industrial Scheme became the epicentre for a thought-provoking gathering that explored the future of Western and indigenous collaboration within Africa’s burgeoning media and technology sectors. The Swish Fusion Tech Meet focused on dismantling the barriers hindering cross-cultural collaborations, emphasizing the importance of creating platforms for individuals and organizations to connect on a global scale.

Themed Dismantling the Barriers and Hubris Hindering Western and Indigenous Collaboration, the event highlighted the transformations that have taken place in Africa’s media and tech landscape through partnerships with the West. However, experts at the summit acknowledged that these advancements have been accompanied by challenges that need addressing for Africa to fully realize its potential.

Swish Fusion’s Vision: Building Global Synergies

Paul Akhimie, Head of Brand and Logistics at Swish Fusion, opened the event by underscoring the importance of creating collaborative synergies across industries. He shared the vision behind the conference, saying, “We created this sense of diagram whereby we could put it in a circle, and we are that platform to amplify that Circle. We believe that if we create synergies in this regard, we’ll be able to create a competitive and more viable commercial ecosystem in Africa. So, if we bring all our strengths together cohesively, we believe we can make a drive, and that is what the Swish Fusion brand is about. Collaboration is key – global synchronization.”

The Creative Industry’s Role in Driving Collaboration

In particular, Nigeria’s creative industry has seen the positive effects of collaboration with the West, but according to experts, there is still room for growth. Olalekan Akinyele, Creative Director at 7 Interactive and Advertising Agency, remarked on the value of creativity, stating, “Most important of any society – the creatives and their creations are the most fundamental form of product for any society ever.” His words echoed the importance of nurturing creativity and tapping into indigenous talent to drive innovation and industry growth.

For many in the creative industry, collaboration is intrinsic to the process, particularly in film. Writer and filmmaker Tiger Fire-Rose shared her perspective on the collaborative nature of storytelling, saying, “In storytelling, collaboration is key. Right from when you conceive your idea to when you develop it to when you write it, to when you get it done – filmmaking is collaboration. It is literally like almost 50 to 100 to 500 people, depending on the scale of your movie, coming together to get the story told.”

The Media’s Role in Amplifying Indigenous Content

The media’s role in amplifying indigenous content was also a critical point of discussion. Broadcaster Joe Hanson from News Central emphasized the need for more strategic collaboration between local and Western media, stating, “The media has a lot of work in collaborating, and in collaboration with the Western world. We need to see how we can create platforms for education, workshops, and the like. This will enable growth and also help the media reach a certain number of people in an ample time.” His comments underscored the necessity of creating educational platforms to empower media practitioners and allow local content to gain traction both locally and internationally.

Similarly, Gabriel Balogun, Creative Director at Moniepoint, spoke to the importance of understanding the value of content in a global context. He said, “You need to be able to understand what value is to them, take what you have, and then communicate it and promote it in a way that they see that this is what we need. That way, you don’t lose your authenticity.” Balogun’s insight highlights the delicate balance between maintaining authenticity and ensuring that content resonates with both local and international audiences.

Technology: A Critical Enabler for Sustainable Growth

As the event unfolded, it became clear that while significant strides have been made in fostering collaboration between the West and Africa, more needs to be done. The role of technology in driving these partnerships was emphasized by several speakers, who stressed that embracing technological advancements is essential for sustainable growth in these sectors. Only through the integration of technology can the collaboration between Western and indigenous entities thrive and unlock the full potential of Africa’s creative and technological landscape.

Looking Ahead: The Swish Fusion Summit 2025

Looking ahead, the Swish Fusion brand is gearing up for an even larger event in 2025. The Swish Fusion: Media + Tech Summit, scheduled for June 6th, 2025, at the BCC Federal Palace in Victoria Island, Lagos, is expected to attract over 1,500 attendees. The summit will feature distinguished speakers such as:

• Ademola Braimoh, Climate and Sustainability Expert, World Bank, USA
• Pete Canalichio, Brand Strategist at Brand-Alive, USA
• John E. Ehiguese, Founder/CEO of Mediacraft Associates Limited, NG
• Theophilus Akhimie, Marketing Consultant at Accenture, USA (Event Host)

Both the upcoming summit and the Tech Meet serve as critical platforms to unite diverse markets and foster cross-cultural collaboration, encouraging participants to tap into Africa’s dynamic business potential while integrating global best practices.

Swish Fusion’s Ongoing Impact

As the Swish Fusion initiative continues to grow, it remains focused on building bridges for innovation, creativity, and collaboration, positioning Africa as a key player in the global media and technology landscapes. The Tech Meet provided a clear reminder that fostering synergy between indigenous and Western markets is not just about overcoming barriers but also about leveraging each region’s strengths to create a competitive, sustainable ecosystem.